TÜRKÇE
ENGLISH
Information
| Code | BUSZ208 |
| Name | Principles of Marketing |
| Term | 2023-2024 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | İngilizce |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. DENİZ ZEREN |
| Course Instructor |
Prof. Dr. HATİCE DOĞAN SÜDAŞ
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The goal of the course is for students to acquire a strategic marketing approach that includes product, price, distribution and promotion elements.
Course Content
In this course students examine fundamental concepts and concepts of marketing.
Course Precondition
There are no prerequisites for the course.
Resources
Principles of Marketing, Kotler and Armstrong, Pearson.
Notes
Current and essential academic articles, best practice examples
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Determine environmental factors that may affect marketing decisions, develop and apply strategic marketing plan. |
| LO02 | Explain the fundamentals of marketing research |
| LO03 | Explain the factors that affect consumer behavior, decision mechanisms and buying decisions. |
| LO04 | Describe specifications of industrial markets and industrial buying behavior. |
| LO05 | State fundamentals and steps of effective market segmentation. |
| LO06 | Explains marketing as a business function and its relationship with other business functions. |
| LO07 | Explains the marketing environment and the function of each. |
| LO08 | Understands and explains the relationship between marketing and ethics. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explaining business concepts and their interrelationships | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explaining the basic theoretical models, numerical and statistical methods of business management | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Explaining the relationship between basic economics concepts and business management concepts | 1 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explaining how to apply theoretical, numerical and statistical methods used in business management | 2 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Explaining how to interpret the results obtained as a result of the creation/application of theoretical, numerical and statistical methods used in business management | 2 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Applying business management methods by following the basic steps | 5 |
| PLO07 | Bilgi - Kuramsal, Olgusal | Determine appropriate methods to solve business problems | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Evaluate the results that are obtained from applications of business management methods. | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Use basic numerical and statistical softwares. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Use basic enterprise resource planning (ERP) softwares | |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Working effectively individually and/or in a team | 3 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Being aware of the necessity of lifelong learning, constantly renewing itself by following the current developments in the field. | 4 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Presenting information effectively in an unfamiliar field by using different sources within the framework of academic rules. | 4 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the prerequisities of academic and business context | 3 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Accurately express the obtained information and comments verbally and in writing | 3 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Applying new working methods when deemed necessary by questioning traditional approaches, practices and methods | 4 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Acting in accordance with social, scientific and professional ethical values from an entrepreneurial perspective | 5 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Determining the most appropriate business management approaches, practices and methods by considering the sector, size, resources, culture, goals and objectives of the enterprises. | 5 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Interpreting the effects of external environmental factors such as sector structure, competition, technology, economy, politics, culture, which affect the activities of businesses, on businesses. | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing in the modern organization | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Marketing planning: An overview of marketing | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | The marketing environment | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Understanding consumer behavior | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Understanding organizational buying behavior | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Marketing Ethics and Corporate Responsibility | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Marketing research and information system | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Market segmentation and positioning | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Managing Products: Brand and corporate identity management | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Managing Products: Product life cycle, Portfolio planning, Product Growth Strategies | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Developing new products | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Presentations1 | Preparing for the presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 14 | Presentations2 | Preparing for the presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 15 | Presentations3 | Preparing for presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||